浅析日本英文广告文化观及其积极意义  

An Rough Exploration for the Cultural Orientation and Positive Meaning of the Japan's English Advertisements

作　　者：唐国卿[1] 梁劲松[2] 

机构地区：[1]广西民族学院外国语学院,广西南宁530006 [2]广西大学外国语学院,广西南宁530004

出　　处：《南宁师范高等专科学校学报》2006年第2期40-43,共4页Journal of Nanning Junior Teachers College

摘　　要：日本英文广告在世界上有广泛影响,并极大地推动日本商务和经济发展,其重要原因归功于日本英文广告既扎根于日本文化又广泛吸收西方文化。日本英文广告文化观一方面体现为民族精华、集体主义、强交际环境,另一方面又体现为个性观、事实观、环保观、创新观等。研究日本英文广告的文化观,对于我国广告走向世界,更好地实现跨文化交际,推动我国经济发展,都具有积极的借鉴意义。Japan＇s English advertisements exert wide influences in the world and greatly push the development of Japanese Business and economy, the reason of which is that Japan＇s English advertisements have both deeply rooted in the Japanese culture and widely absorbed the western culture. On the one hand, the cultural orientation of Japan＇s English advertisements embodies national essence, collectivism and high context; on the other hand. it is marked by individualism, factualism, environmentalism and innovational. The study of cultural orientation of Japan＇s English advertisements will help us to internationalize our Chinese advertisements, fulfill trans-cultural communication more smoothly and push our business and economy more effectively.

关 键 词：英文广告 日本特点 西方影响 积极意义 

分 类 号：F713.80[经济管理—广告]